The Present and Future of Retail Marketing report, produced by Econsultancy in collaboration with Tealium, is based on a survey of 373 retail professionals in Europe with responsibility for their organisations’ marketing data and technology. The study examines how retailers have been performing during an extremely challenging economic environment and how their approach to data management will be central to their future evolution.

A surge in ecommerce has been a boon for many but it has revealed a need for deeper engagement with customer data management if organisations are to successfully blend on and offline retail in the future. Retail enjoys some of the richest and most plentiful customer data and marketers in the sector believe their data strategies to be relatively advanced.

The research also indicates executives understand the importance of readily available, accurate, customer data when it comes to underpinning a CX-focused strategy. It is increasingly not how much data retailers can access, but how well they can manage it that is at the heart of competitive advantage.